# Puzzling Car Campaigns This Volkswagen Print Ad Puzzle Encourages Using Genuine Car Parts By Alyson Wyers | Published 2014-07-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/volkswagen-print-ad References: [designtaxi](http://designtaxi.com/news/367705/Volkswagen-Jigsaw-Posters-Remind-Customers-To-Stick-To-Original-Parts/) & [adeevee](http://www.adeevee.com/2014/07/volkswagen-genuine-parts-a-campaign-in-pieces-direct-marketing-design/) This [Volkswagen](https://www.trendhunter.com/trends/game-on) print ad encourages consumers to stick to their original parts. Running with the tagline "Just because it fits, doesn't mean it will work," the 'campaign in pieces' uses a jigsaw puzzle composition to get its point across. Created and conceived by [Ogilvy & Mather Cape Town](https://www.trendhunter.com/trends/audi-handbook-novels), this advertising concept involved sending customers these posters once their auto service plan expired. The Volkswagen print ad was actually printed on a puzzle, which was sent to the customer to complete. While the puzzle pieces fit together, in each of the puzzles there was one piece that was clearly out of place, like a spider or tack. The main message of the campaign was to stick to [VW's](https://www.trendhunter.com/trends/official-automotive-partner) genuine parts, rather than going with generic fixes that could cause problems down the road. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 13% | Activity: 20% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Genuine Car Parts:** Offering genuine car parts as a selling point in advertising campaigns. - **Print Ad Puzzles:** Incorporating jigsaw puzzles as part of print advertisements, encouraging customer engagement. - **Anti-generic Fixes:** Encouraging customers to stay away from generic car parts and choose brand-specific ones instead. ### Who This Affects Most - **Automotive Industry:** Creating innovative ways to market automotive parts and services. - **Advertising Industry:** Using puzzles and other interactive elements to promote brand messaging and customer engagement. - **Manufacturing Industry:** Manufacturing genuine parts for vehicles and promoting them as the superior choice over generic ones. ## Related on Trend Hunter - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Branded NFT Treasure Hunts](https://www.trendhunter.com/trends/game-on.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Surreal Car Care Campaigns](https://www.trendhunter.com/trends/you-are-how-you-car.md) - [Online Car Retailer Ads](https://www.trendhunter.com/trends/clutch-ad.md) - [Online Car Retailer Campaigns](https://www.trendhunter.com/trends/deflate-the-dealership.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Unconventional Vehicle Control Ads](https://www.trendhunter.com/trends/heart-of-joy.md)